Toys "R" Us pins its marketing hopes on a Minnesota company

Retailer Toys "R" Us is partnering with a Minneapolis e-commerce company to create a new approach to marketing toys online.

The Minneapolis & St. Paul Business Journal reports that 8th Bridge is working with the toy retailer to create a Pinterest-like pin board where consumers can display toys they like or have purchased. The website will also highlight "trending" toys that are popular with pinners.

In a press release from the company, 8th Bridge says the new Social Discovery experience is supposed to augment the traditional shopping experience for customers by helping them discover products they may not have otherwise considered.

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Company Founder and CEO Wade Gerten said, "By launching a brand-consistent, open and social experience, Toys "R" Us is enlisting thousands of parents and "kid experts" to create a differentiated and community-based shopping experience that brings a more engaging experience to site visitors."

The feature has also been made available on the Babiesrus.com website as well, according to the report.